It was a pleasure to join a panel about TV measurement at The StreamTV Show. The question of the season seems to be--if TV is so good at creating awareness and reach, why are we trying to force it to perform as well? To which there are a few answers: 1 - Everybody always wanted accountable TV. Remember when we used to say the "holy grail" was targetable, measurable TV? Well, it's here. 2 - Emo = impact. The reason we thought TV-as-performance was the holy grail to begin with, was that TV has big, emotional, spine-rattling sound and motion. Combining with targeting should result in an unbeatable advertising medium. 2 - The pandemic. Advertisers changed to a lean mindset, where every penny counted. It's logical to want to be associated with great content. It's logical to want to know your ROI, even on TV. 3 - Retail Media Networks. RMNs have trained ever the most traditional advertisers what the value of targeting and measurement is, linked to business impact. My sense is, now everybody's hooked. I really had a great time with Andrew Rosenman, Kemal Bokhari, PMP, and Mark Moeder. Maybe my favorite panel ever, for reals.
Last week, Samsung Ads' Head of Analytics & Insights Justin Evans joined executives from SymphonyAI and DISH Media at The StreamTV Show for a panel discussion diving deep into the future of unified measurement. Thank you The StreamTV Show for having us as well as Andrew Rosenman who moderated a compelling discussion that explored the feasibility and benefit around this topic and its crucial connection to ad effectiveness. #SamsungAds #StreamTVShow #CTV
